Google Ads budget calculator
Pick your trade and enter a budget: the calculator estimates your clicks, inquiries and cost per new client from the bids found in Keyword Planner for Montreal and Laval on October 26, 2026.
See what your budget can bring in
The starting values are examples. Replace them with your own numbers: everything updates as you type.
The suggested cost per click is the midpoint between the median low and median high bids found for that trade. The 5% and 30% rates and the $1,000 value are examples, not market averages: use your own numbers as soon as you have them.
How the math works
The calculator does five simple steps you can redo by hand:
- Clicks per month = ad budget ÷ cost per click.
- Inquiries per month = clicks × share of visitors who call or fill in a form.
- Cost per inquiry = budget ÷ inquiries. The second version adds the management fee, so you can compare an agency with doing it yourself.
- New clients and cost per client = inquiries × share of inquiries you close, then budget plus fee ÷ new clients.
- Budget for your goal = inquiries you want ÷ conversion rate × cost per click.
The average daily budget to enter in Google Ads is your monthly budget divided by 30.4. Google puts it this way: "At the end of the month, you will have spent no more than 30.4 times your average daily budget", and on a given day a campaign may spend up to twice its daily budget (Google Ads Help).
Example: with $1,000 a month and a $10 cost per click, you get about 100 clicks. If 5% of visitors call, that is 5 inquiries, or $200 per inquiry before the management fee. To get 10 inquiries at the same rate, you need 200 clicks, so about $2,000 a month.
The cost-per-click figures used, by trade
Top-of-page bids found in Keyword Planner on October 26, 2026 (Montreal and Laval, all languages). According to Google, these bids reflect the 30 days before the pull. Median of each group's keywords, in Canadian dollars. A bid is not a guaranteed price: your actual cost can be lower or higher.
| Trade | Low bid (median) | High bid (median) | Keywords with data |
|---|---|---|---|
| Heating, air conditioning and heat pumps | $7.44 | $33.12 | 2 |
| Roofing, renovation and foundations | $4.91 | $25.23 | 9 |
| Brokers (real estate, mortgage, insurance) | $7.85 | $20.29 | 3 |
| Pest control, locksmiths and moving | $5.83 | $17.90 | 5 |
| Plumbing and electrical | $3.91 | $16.21 | 9 |
| Dental clinic | $2.74 | $13.20 | 6 |
| Accounting and tax | $2.61 | $10.21 | 16 |
| Landscaping, cleaning and snow removal | $1.53 | $7.11 | 5 |
| Gyms and personal training | $1.15 | $6.59 | 2 |
| Lawyers and notaries | $1.68 | $6.36 | 6 |
| Physio, chiropractic, massage, osteopathy | $0.99 | $4.14 | 5 |
| Aesthetics, optometry, psychology, veterinary | $1.12 | $3.98 | 6 |
| Garages and auto services | $0.70 | $3.44 | 5 |
| Restaurants, caterers and venues | $0.89 | $2.77 | 3 |
| Hair salons, barbers and beauty | $0.62 | $1.89 | 8 |
Where to find your real numbers
- Your cost per click: in Keyword Planner with your exact area, or in your own campaigns after two to four weeks. The keyword-by-keyword detail and the method are in our Montreal cost-per-click study.
- Your conversion rate: you need to track calls and forms. Without tracking, the math stays an estimate.
- Your close rate and client value: your own records from last year, for example quotes accepted out of quotes sent.
For the rest of the budget (taxes, agency fees, seasons), read what Google Ads management costs in Montreal.
Questions
How do I calculate my Google Ads budget?
Divide the number of inquiries you want by your conversion rate to get the clicks you need, then multiply by your cost per click. For example, 10 inquiries at 5% need 200 clicks; at $10 a click, that is $2,000 a month.
What daily budget should I enter in Google Ads?
Your monthly budget divided by 30.4. Google can spend up to twice that amount on a given day, but your spend for the month stays under 30.4 times the average daily budget.
Are the calculator's cost-per-click figures guaranteed?
No. They are top-of-page bids found in Keyword Planner for Montreal and Laval on October 26, 2026, reflecting the previous 30 days. Your actual cost depends on the quality of your ads and landing page, the time, the device and the competition at that moment.
Should I include management fees?
Yes, if you are comparing an agency with doing it in-house. At Always Booked, management costs $450 a month after a $900 setup, and the ad budget is paid directly to Google. Enter 0 if you manage it yourself.
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